Using the phone numbers and addresses of registered users, the ad agency sent pictures of people's houses to their phones through text message. After half an hour, the agency sent another text informing the phone's user that someone was waiting in their living room.

Upon searching for the sender's phone number on Google, users encountered an online ad that stated "Now we're in your kitchen." The ad led to a website that asked people to confirm their participation in the Elmsta 3000 Horror Fest. Within two hours, all of the participants RSVP'd for the film festival.